Cannes Lions

Toro Films - La Venganza de Mamá Drone

O2 FILMES, Sao Paulo / FIAT GROUP / 2018

Film
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Overview

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Credits

Overview

Description

We took the Fiat Toro for a ride where the weak don’t stand a chance: the production of a film. We created the first production company inside a pickup truck. A way to prove the Fiat's pickup towing power by carrying filming equipment and its toughness by tackling the worst roads in Argentina and Brazil in the search of great scenarios.

Execution

Toro Films was launched with a TV commercial presenting the challenge of producing three short films using only Fiat Toro. It invited the audience to the project hotsite where they could see the shorts and all content behind the scenes, which demonstrated the production obstacles faced by our pickup truck. A site made to invite people to know more about Fiat Toro and to request a purchase proposal. The short films also spawned TV commercials exploring the car's performance and attracting even more audiences to the site. The extras also became social content, to attract audiences to our platform.

All this content was used to create a full consumer journey in social networks .

Outcome

Toro Films bring impressive results: 26.7% increase in national sales, 63.9% increase in countryside sales, 202,8 million impacts, +12.5% more interactions than average of the sector on YouTube, +17,1k registered in the channel.

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